Men’s clothing retailer Goldlion goes risqué in first ad for new women’s collection in Singapore

Men’s clothing retailer Goldlion has launched a risqué print campaign in Singapore to introduce its first collection for women.

Gold Lion print ad

The ad, which features a strategically-placed pink bag and a sultry looking model, appeared prominently on the back cover of the main section of the Straits Times newspaper in full colour.

The campaign is to run in the January editions of women’s magazines Elle, Harper’s Bazaar, Female and Her World magazines.

The print campaign is different in tone to video advertising the company has run in recent weeks. The brand posted this ad on YouTube to introduce its new collection a few weeks ago.


Goldlion’s homepage

Goldlion’s website appears to still be communicating solely with the male market, however, with the line ‘It’s a man’s world’ running on the homepage.

The same line was used by Mercedes-Benz in a campaign to promote its new AMG GLE 63 Coupé a fortnight ago, which was called out in social media for being “sexist and myopic.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing